XP Events Sets Merchandising Records at Tour De France

(PRLEAP.COM) XP Events, the turn-key retail merchandising partner for sports organizations and world-class events, announced today that its on-site retail merchandising operations at the Tour de France’s Grand Depart has set a number of new sales record for the event. XP Events set a new multi-day merchandise sales record for the first three days of the Tour de France (the Opening Ceremonies, the Prologue and Stage One) – exceeding the sales mark for the opening three days of any previous Tour de France. In addition, merchandise sales during the Tour de France Prologue on July 7 set a new all-time single day record for merchandise sales in the history of the Tour.

XP Events’ merchandising operations at the Grand Depart in London included:
—-A showcase store in Trafalgar Square for the opening ceremonies on July 6;
—-18 retail locations along the route of the Prologue in central London on July 7; and
—-A combination of stationary retail stores and 6 mobile retail vans that covered the length of Stage One on July 8. The vans selling retail merchandise preceded racers by 20 minutes, setting up shop in towns that lined the length of the route as crowds amassed for the arrival of racers. After the peleton passed, each van would then drive further along the route to towns that were awaiting the arrival of the riders.

“These merchandising records are a tremendous validation of the comprehensive plan we put together for the Tour, which included some very creative approaches to making retail merchandise available across the entire length of the route for the Prologue,” said Alan Fey, President of XP Events. “A great example of this is the combination of numerous fixed retail operations with a small army of mobile retail vans, which we used for Stage One. Thank you to all of our partners and to our entire team for making this achievement possible. This has been a record-breaking event not only for the Tour, but also for XP Events.”

XP Events was awarded the on-site merchandising contract for the Tour de France Grand Depart in the U.K. by Amaury Sport Organisation (ASO), the organizer of the Tour de France. The two companies were brought together by ASO’s New York based license agency, MODA International Marketing. In addition to operating all on-site retail merchandise concessions at the U.K. event, XP Events will also produce retail merchandise that will be available to in the U.K. and in the Americas.

For more information about the Grand Depart, visit www.tourdefrancelondon.com/en/.

About XP Events, LLC
XP Events provides turn-key retail merchandising services and retail facility management services to sports organizations and world-class events around the world. Headquartered in Denver, Colorado in the United States with operations in Toronto, Ontario in Canada, XP Events partners with sports organizations that want to ensure the success of their retail merchandise operations by working with an experienced team that is a true “Brand Guardian” with a successful track record of helping organizations achieve their branding, marketing and business goals. For more information about XP Events, visit www.xpevents.com.

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